Radio City dons a new avatar with ‘Whatte Fun’

Radio City dons a new avatar with ‘Whatte Fun’

Author | exchange4media Mumbai Bureau | Friday, May 11,2007 9:28 AM

Radio City dons a new avatar with ‘Whatte Fun’

Radio City has unveiled its new avatar ‘Whatte Fun’. The idea is to offer a differentiated listening experience to the consumer. From a broad target, the station has fine-tuned it core TG to SEC AB 25-35. This definition has helped identify the core listener segments, which are key for the station from the advertisers’ point of view, given this TG’s purchasing power.

Radio City’s ‘Whatte Fun’ is an outcome of consumer research and insight mining across markets. The results will find expression in programming.

Commenting on the new avatar, Apurva Purohit, CEO, Radio City, said, “Every product category has its own evolutionary lifecycle. When we first got private FM in the country, for the first time, listeners got access to fresh, innovative and entertaining programming meshed with the best in music. It was critical to convey the variety, novelty and choice available to the listeners. Since then, the category has developed to a great extent and with more stations coming in, it is important for a brand to become differentiated and meaningfully relevant to audiences.”

She added, “The journey from ‘City Bajao’ to ‘City mein kho jao’ to now, ‘Whatte Fun’ has been a natural transition, given the stage of evolution of the category. Taking our emotional connect with our listeners to the next level, Radio City promises to add a fresh new dimension with ‘Whatte Fun’.”

The station is of the opinion that people today are strained and over-involved with their daily grind, and that a daily dose of light-heartedness is essential to maintain one’s well-being. Radio City now dons a whole new avatar with more energy.

Some of the programming innovations include redefining weeknight radio with ‘City City Bang Bang’, whereby Radio City brings English music back to radio with a bold, glamorous adult night show for the urban Indian. Keeping the upscale discerning audience up-to-date with the latest in contemporary English music, Radio City’s ‘World Chart Show’ showcases the World’s English Billboard countdown, featuring celebrity chats and debuting new songs across various genres. To regale connoisseurs of Hindi music, Radio City brings ‘Yaadein’, a three-hour show playing premium Hindi retro music.

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